Ads Budget Calculator: Leads, CPL & ROAS
Turn an ad budget into expected clicks, leads, customers and revenue — and see what it would take to hit your lead target. Compare Google Ads and Meta Ads, or any two channels, with your own numbers.
| Per month | Google Ads | Meta Ads |
|---|---|---|
| Clicks | 1,667 | 5,000 |
| Leads | 66.7 | 75 |
| Cost per lead | ₹750 | ₹667 |
| Customers | 10 | 7.5 |
| Cost per customer (CAC) | ₹5,000 | ₹6,667 |
| Revenue | ₹2,00,000 | ₹1,50,000 |
| ROAS (revenue ÷ ad spend) | 4.00× | 3.00× |
| Revenue minus ad spend | ₹1,50,000 | ₹1,00,000 |
| Break-even CPC | ₹120 | ₹30 |
| Budget for 100 leads/month | ₹75,000 | ₹66,667 |
Break-even CPC is the highest cost per click at which ad spend still equals revenue at your conversion and close rates. Revenue minus ad spend leaves out product, delivery and team costs.
Five Numbers Decide Whether Paid Ads Pay Back
Every paid campaign, on any platform, runs through the same funnel. Change one number and the cost of a customer moves with it.
Budget
What you spend in a month. More budget buys more clicks, but usually at a rising cost per click once you exhaust the cheapest audiences.
Cost per click
Set by the auction: competition for your keywords or audience, and how relevant the platform judges your ad to be.
Click → lead rate
Mostly decided by the landing page: speed, a clear offer, and a short form. Often the cheapest number to improve.
Lead → customer rate
Decided by lead quality and how fast sales follows up. Cheap leads that never close are expensive.
Customer value
What one customer is worth. Using lifetime value instead of the first order changes what you can afford to pay per lead.
Plan a Campaign in 4 Steps
Name your two channels
Google Ads vs Meta Ads is the common comparison, but you can compare two campaigns, two audiences or this month against last month.
Enter real rates
Take CPC and conversion rates from your ad accounts and your CRM. If you are starting from zero, use the platforms' planning tools and treat the result as a hypothesis.
Read cost per customer first
Cost per click and cost per lead flatter cheap traffic. Cost per customer (CAC) and break-even CPC tell you whether the channel can pay for itself.
Work back from your target
Set a monthly lead target to see the budget each channel needs. Then track every lead's source with the UTM Link Builder so next month's numbers are real.
Where a Small Change Moves the Result Most
Because the funnel multiplies, improving any one rate improves cost per customer by the same proportion. Doubling a landing page's conversion rate from 2% to 4% halves your cost per lead — the same effect as halving your cost per click, and usually far easier to achieve.
- Landing page: match the ad's promise, load fast on mobile, ask for as little as possible.
- Follow-up speed: leads contacted within minutes close far more often than leads called the next day.
- Negative keywords and exclusions: stop paying for clicks that were never going to buy.
- Conversion tracking: without it, the platforms optimise for clicks rather than customers.
Deciding between platforms? Read our comparison of Google Ads vs Meta Ads, or see how we run PPC campaigns.
Ad Budget Questions, Answered
Divide your budget by your average cost per click to get clicks, then multiply clicks by your click-to-lead conversion rate. ₹50,000 at ₹25 per click is 2,000 clicks; at a 5% conversion rate that is 100 leads, or ₹500 per lead.
There is no universal figure. A good cost per lead is one your sales process can afford: multiply it by the number of leads you need per customer and compare that with what a customer is worth. The calculator shows this as cost per customer (CAC) and break-even CPC.
The highest cost per click at which ad spend equals the revenue it produces, given your conversion rate, close rate and customer value. If the platform's actual CPC is above it, the campaign loses money before any other cost is counted; well below it leaves room for those costs and profit.
Published CPC and conversion benchmarks vary widely by source, country, season and targeting, and Indian figures in particular are rarely measured consistently. Your own ad account and CRM give far better numbers. If you have none yet, use Google Ads Keyword Planner and Meta's audience estimates, then replace them after the first few weeks of real data.
They reach people at different moments. Search ads catch people already looking for a solution, so clicks usually cost more and convert better; social ads interrupt people who were not searching, so clicks are often cheaper but convert less. Compare them on cost per customer, not cost per click — that is what the side-by-side view is for.
Return on ad spend: revenue divided by ad spend. A ROAS of 4× means ₹4 of revenue for every ₹1 spent on ads. It does not include product, delivery or salary costs, so the ROAS you need to make a profit depends on your margins.
Numbers Don't Add Up Yet?
We can review your campaigns, tracking and landing pages and show where the funnel is leaking.
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